NEW YORK: Cartier added a multimedia element to its annual philanthropic celebration, Cartier Love Day.
In honor of this year’s event, which took place on June 8, Cartier launched a Web site, www.love.cartier.com, which asked the question “How far will you go for love?” Director Olivier Dahan supplied the answers through a series of films called “Love Stories.” Also featured was an online art exhibit curated by multimedia artist John Maeda, that went live on Love Day.
New York City Mayor Michael Bloomberg first declared Cartier Love Day in 2006.
This year’s campaign also features a new lineup of celebrity ambassadors, including actress Julianne Moore and Nobel Prize winner Elie Wiesel. The original Love bracelet was introduced in 1969. The new LoveCharity bracelets, made with colored cords corresponding with each celebrity and their charity of choice, will be sold until the end of the year, with $100 of the $475 cost going to charity. Last year, more than $1 million for eight global charities was raised.
Additionally, 10% from all Love Collection sales on June 8 will go to selected charitable organizations. Among the organizations benefiting from the fundraiser are the Tuberous Sclerosis Alliance and the New Look Foundation for underprivileged youth.
Also, Cartier North America president and CEO Frédéric de Narp rang the ceremonial opening bell at NASDAQ on June 8.
“Cartier Love Day was established as a way for people to express their commitment to philanthropic causes worldwide,” de Narp told PRWeek, via e-mail. “It is a creative way for us to engage with people on a very emotional and entertaining level around the idea of love.”